Burt's Bees, Shades

 

Challenge

Burt’s Bees, the trusted, natural lip moisturizer brand, wasn’t seen as a young or modern brand. With no mass natural lip colours available for sale, the brand seized the opportunity to launch lipsticks (the fastest-growing lip colour product) with moisturizing appeal, dryness being one of the key lipstick complaints from their 25-34 female consumer. Burt’s Bees asked us to help consumers see them as a consideration when buying lipstick.

Spark

We dug into the Burt’s Bees brand and into their lipstick consumer.  As we did, we found out that the consumer lips become dry when using bolder coloured lipsticks (based on their experience with other lipstick brands). Given Burt’s Bees lipstick was also a lip moisturizing product and the brand was known for being 100% natural and moisturizing, we decided taking an unexpected approach, was the way to tell consumers that they could have an array of brilliant lip colours in a product that wouldn’t make their lips dry.